A new age for Rolls-Royce motor cars was unveiled in the early hours of this morning at its Goodwood plant.
Speaking at the UK exclusive launch the fittingly named ‘Rolls-Royce Dawn’ was called seductive, social and the ‘sexiest’ model ever built by CEO Torsten Mueller-Oetvoes.
“Our new Rolls-Royce Dawn promises a striking, seductive encounter like no other Rolls-Royce to date, and begins a new age of open-top, super-luxury motoring,” he said. “Dawn is a beautiful new motor car that offers the most uncompromised open-top motoring experience in the world.
“It will be the most social of super-luxury drophead motor cars for those who wish to bathe in the sunlight of the world’s most exclusive social hotspots.”
Wanting to draw on the model’s name the event focused on ‘fresh opportunities’ with the hope it will attract a ‘new younger modern customer’ to the prestigious brand.
The Dawn was also pitched as the ‘everyday’ Rolls-Royce by director of design Giles Taylor.
“The idea of creating a car like Dawn that can be used in comfort by only two adults on a day to day basis is anathema,” he said. “In creating Dawn we have accepted no compromise to the comfort and luxury of four adults who want to travel together in the pinnacle of style.”
For more details and interviews see this week’s Observer (Thursday 17 September).